Tourism Ireland, Marketing the Island of Ireland Overseas

Spotlight on Northern Ireland in Atlanta, Georgia

12 Nov 2012

A number of tourism organisations from Northern Ireland travelled to Georgia in the United States recently, to join Tourism Ireland for this year’s Stone Mountain Highland Games.

The Games take place each year in Stone Mountain Park, north-east of Atlanta in Georgia. Attracting over 80,000 visitors of Scots-Irish and Scots descent during the two-day festival, they are an ideal opportunity for Tourism Ireland to highlight Northern Ireland as a fantastic holiday destination. Tourism Ireland has been targeting people of Ulster-Scots descent in the US for a number of years now. Promotions to reach this sector have included extensive publicity campaigns, advertising in newspapers in the Southern states of the US, communications with “best prospects” who have Northern Ireland surnames, as well as participation at promotions like the Stone Mountain Highland Games.

Alison Metcalfe, Tourism Ireland’s executive vice-president North America, said: “Tourism Ireland was delighted to attend the Stone Mountain Highland Games once again this year, together with our partners from Northern Ireland. The promotion helps us to keep Northern Ireland high on the list of places that Americans wish to visit in 2013. We are targeting the Scots-Irish and Ulster-Scots market, focusing on the strong ancestral links between this part of the US and Northern Ireland.

“2013 looks set to be another exciting year for Northern Ireland, with the Derry~Londonderry UK City of Culture 2013 celebrations, the World Police and Fire Games in Belfast in August and many other world-class festivals and events planned. All this, in addition to our spectacular scenery and the warmth of our welcome, provides Tourism Ireland with a wonderful opportunity to showcase Northern Ireland as a ‘must see’ holiday destination in the US and across the globe.”

Notes to Editors:
• Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
• Tourism is responsible for in excess of 4.9% of GDP in Northern Ireland and supports approximately 40,000 jobs.
• In 2011, 1.5 million overseas visitors came to Northern Ireland (+4% on 2010), delivering revenue of £368 million.
• Tourism Ireland’s international website is www.discoverireland.com; there are 42 different websites, providing information in 14 different languages covering every continent. In 2011, discoverireland.com attracted almost 12 million unique visitors.